1. Submitted by
Pritam Das 12DM006
Sunil Acharya 12DM008
Priyanka Bhattacharya 12DM011
Jyoti K Mohapatra 12DM0
Akash Prusty 12DM0

2. Benihana’s History
Found in 1964 by 25 year old Hiroaki Aoki (Rocky)
Benihana selling :
Food and Beverages
Types of foods serve :
Steak, chicken, shrimp
 Target Customers-
 Business Person
 Tourist visitors
 White collar

3. Major drivers of success
 Achieve high levels of customer service with less skilled
labour
 Limited menu reduces food and waste costs
 Fast table turnover due to limited menu and cooking
time, food and info transfer inefficiencies reduced by
eliminating servers
 Large bars increase beverage (high-margin) % of sales
 78% floor space is dining or bar (vs. 70% elsewhere)

4.  Simple management structure (4 execs + controller
in corporate), high level of control
High quality and customer service
Advertising & PR
 Authentic Japanese atmosphere.

5. Benihana vs TR
Typical Restaurants
CUSTOMER WAITER CHEF
Benihana
CUSTOMER CHEF
WAITER

6.  Provides an interactive dinning experience.
 Less wastage of food due to less options in the menu.
 Reduced wait time for the customers.
 Equal attention to all the customers preference as the
food was cooked in front of them.

7. Production system
Arrival – Cocktail Lounge, batches of 8 in hibachi table
Request - 3 Food item menu
Capability – Chef prepares food directly with customers within
the encounter, reducing variability from waitress and customer
capability to communicate menu.
Effort- Participate in the cooking process
Subjective Reference – Customers suggest preferences while
chef is cooking allowing customer more control of fined product.

8. Major Design Choices
• Waiting Time (Bar/ Lounge area)
Increases beverage sales and reduces cost
Convenient waiting time, creates revenue generation from
Inventory.
8 sitting together filling up empty seats.
• Cooking (Chefs cooks in dining room)
Eliminates needs for conventional kitchen
Needs only 22%of total space vs. 30% of typical restaurant
• Ordering Food (Reduced menu)
Avoid wasting of food, cutting food cost to 30-35% vs.38-48%

9. • Advertising
10% of sales vs. 0.75 to 2%, increasing demand and minimising
demand side bottlenecks
• Staff
Native, well trained chefs, reduced no. of
Waiters, labour cost 10-12% vs.30-35% of sales.

10. THANK YOU